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March 2018

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Kinwolfe, the online retailer that specializes on clothing exclusively meant for breastfeeding women, has launched a new range on the global crowdfunding platform Kickstarter.

Meant for modern day women who sit as comfortably in a meeting room as they do in a playroom, the contemporary breastfeeding apparel line that incorporates lightweight zippers hidden in the front seams to facilitate breastfeeding or pumping is made using 100 per cent hypoallergenic and stain-resistant silk fabric.

While talking about the versatility of the collection, Diane Lansinger, the founder and CEO of the apparel e-commerce company, says, “These are investment pieces a woman would want to wear even when she's done breastfeeding. Our pieces are designed for a new mom’s changing shape. We went through fifteen fit adjustments to get it right. You can wear them right after delivery, and they’ll look great at your desk too.”

When quizzed about the reason behind creating the range, the ex-Microsoft manager avers that soon after her delivery she realized that high-quality breastfeeding apparel was a category largely untouched by current fashion brands, “When I had my first child and started breastfeeding, I was shocked at the difference between what already hung in my closet and what was out there for breastfeeding.”

“New mothers are a sophisticated market. They know there’s a high cost, both in terms of image and finances, to clothing that looks cheap and falls apart after a few wears. And when they breastfeed, they want fashion that works in all facets of their lives,” she elaborates.

Later, based on her first-hand experiences, the mum-of-two, who was already equipped with a big idea, a great sense of style and a business acumen honed by the tech industry, spent a year on market analysis and business strategy before starting her product development.

Lasinger also spoke about the association with Kickstarter, “Our Kickstarter campaign is to raise funds for production and raise awareness about Kinwolfe. Kickstarter is a powerful platform, not just for crowdfunding, but also for brand storytelling and community-building. We want to connect Kickstarter with the already-vibrant virtual breastfeeding community.”

“Whether it's a Facebook page with hundreds of thousands of breastfeeding moms sharing advice and support, or a celebrity's photo of herself breastfeeding that goes viral on Instagram, or a company's email support group for nursing moms, breastfeeding woman are a powerful online voice. We hope our clothing will engage these women and inspire them to help get the word out about Kinwolfe,” she adds.

Kinwolfe is a corporate member of the Best for Babes C.A.R.E Code Alliance, which advocates for protecting healthy infant feeding by making the marketplace safe, positive and supportive for expecting and new moms.

Founded in 2009, the New York City-based Kickstarter aims to help bring creative projects related to films, music, stage shows, comics, journalism, video games, design and food to life. (PB)